From the Farm, Inc Marketing Plan Essay

The mathematical function of this paper is to see to it how to drive much gross revenue to From the bring ons website as well as increase general grunge awargonness through the use of targeted merchandising and advertising programs and in any case to gain a deeper a deleti aneness of prospective customers which foundation assist in forming target trade segments and creating targeted market and advertising programs that cater to those segments. Furthermore, we need to determine how to remain cost-sound with these proposed improvements to the marketing programs.Being a small e-commerce inauguration with limited cash in hand and personnel, FTF has strugg guide for over four years to create effective marketing programs and collapse seen very little positive impact of their recent marketing efforts. The lack of an effective marketing strategy which includes targeted advertising has led to increased and somewhat unnecessary marketing costs because several of the marketing cam paigns atomic number 18 built on the premise of testing it out and sightedness what kind of response it gets.The implementation of targeted marketing and advertising programs locoweed non notwithstanding increase From the Farms gross revenue revenue, but in any case be more cost-effective since the campaigns are targeted and relevant to their audience. In addition, an amend digital marketing strategy can help FromTheFarm. com improve their boilers suit market positioning due to the fact that they go out gain a better under(a)standing of their customers through the data that is collected and thus alter them to build a more effect online marketing strategy.Furthermore, this enhanced insight of their customers can overly enable them to improve their harvest-home development and product offerings on their website. All of these things combined can definitely contribute to increment their sales revenue and more importantly, by having targeted marketing and advertising progra ms, they can ensure that every sawbuck spent is not a dollar bill wasted. Company Background From The Farm, Inc. (FTF) is a privately-owned e-commerce company headquartered in Stockton, California which specializes in the sales and home delivery of gourmet and organic nourishments and produce.FTF was founded in 2008 with the purpose and intent of becoming Americas Online Farmers trade. According to a bailiwick done by the United States surgical incision of Agriculture (USDA), farmers only earned an average of $0. 16 for every dollar spent on the feed they produced (Canning, 2011). FTFs mission is to provide an online grocery store which connects customers with American Family farms by offering farm-fresh products and other specialty food items delivered true to their door.By allowing customer to grease ones palms directly from the farmer though the website, they cut out the middle man, and therefore give customers the opportunity to taste and acquaintance what truly fresh food and produce tastes like while also supporting the success and livelihood of hard-working farmers all over the county. FromTheFarm. com is currently funded by its parent company, Onions, Etc. , one of the largest onion distributors in the United States.Currently, FTF only has two full-time employees the Chief Marketing Officer (CMO)/General animal trainer and a Marketing Specialist in addition to the Founder/CEO, one marketing intern, and one contract- subjectd Marketing/PR Consultant. Any other tasks with regards to pay and accounting are handled by Onions, Etc. personnel and all IT connect tasks are outsourced to an outside IT firm and web design firm. FTF has undergone major organizational changes in the past twelve months, in an effort to restructure the marketing team with the intention of implementing an improved marketing strategy in indian lodge to grow sales and increase brand awareness.Due to limited funds and personnel, FTF has struggled to create an effective targeted marketing and advertising strategy and as a result have not seen much growth since being founded in 2008. 1. 0 Market Summary and set Audience Being that From the Farm is a small, family-owned company they do not have the financial position that other larger food retailers have however they still have a tremendous opportunity to capture the market being that the food e-commerce market has yet to be penetrated. According to a recent report by eMarketer, as of 2012, U. S. -commerce sales have grown to $224. 2 billion and are expected to grow to $361. 9 billion by 2016. Currently, online food and beverage sales is the smallest U. S. e-commerce family unit, however, this segment reached sales of $5. 09 billion and experienced a 17% growth in 2012 (eMarketer, 2012). Another report by Nielsen indicates that the sales rate for consumer packaged goods online is expected to reach $25 billion by 2014. This trending growth can be attributed to the fact that more and more consumer s are beginning to do their grocery shopping online (Nielsen, 2011).FTF can definitely benefit on this emerging trend since the online grocery shopping experience is originally fueled by a needs-driven experience since there are a greater variety of options operational online. In addition, e-commerce allows for smaller companies such as FTF to compete against Big Brand companies since the big brand physical advantages take nonexistent and opens up the opportunity to create a niche brand for customers who prefer to buy their food and groceries online.With a creative and effectively targeted market program, FTF can reach a significant amount of customers online and leverage erratic and exclusive products such as tropical harvestings, figs, Piedmontese beef, and fresh cherries to capture these customers. in that respect is a huge opportunity to capitalize on the available net profit marketing technologies being that there is so much data available through these marketing channe ls and the fact that many consumers are turn to e-commerce to buy goods. According to a recent Digital Marketing bailiwick by eMarketer, 88. % of US internet users ages 14 and up will roam or research products online in 2012, an 83. 9% of that group will advance at least one purchase via the web during that year (Peart, Utreras, & Wang, 2011). Target Market Since From the Farm is a food e-commerce company, it is easy to assume that this website and its products can appeal to the masses. There is a large assortment of foods from fresh fruit and produce including exotic tropical fruits to certified organic meats to an array of desserts which room that FTF has something to offer every kind of customer.FTFs customers will consist of individuals who are 25 years old and up and have a all-inclusive range of preferences when it comes to food, whether it may be parents looking for wellnessy foods for their kids or health conscious individuals who prefer organic and gluten-free produc ts or chefs and restaurant owners that need to distinguish in bulk, From the Farm can accommodate a very versatile set of needs. Nonetheless, From the Farms products arent just for those who want to purchase these items for personal consumption because From the Farm also offers products that can be direct as gifts.As stated previously, From the Farms customer base is diverse since it consists of individuals with varying needs and preferences when it comes to food selections. The primary market that FTF will target is the online grocery shopper market. The profile of typical online shoppers is as follows single or dual-income households with no children and are technically savvy, affluent, and time poor. This group consists of early adopters of new-fashioned technology and is heavy internet users who regularly purchase goods online.Convenience is a main factor for this group and they have little to no pertain about product price or delivery charges. The other major category with in this market is families with young children. Similar to the previously discussed category, this category includes single parents, dual-income households, middle-income and above average-earning households. The key differentiator is that this category has one or more children, typically with at least one child under the age of five years old.This group consists of adults in their late 20s to 40s. The individuals in this category turn to online grocery shopping because it saves them time, is less hectic, and overall more convenient in nature. Other categories include college students and military families who are not located close to a standard-size store or who wish to purchase products found only in their home regions. In addition, the elderly, handicapped and those individuals who detect it difficult to get out of the house make up a significant share of online grocery shoppers.As such, the share of senior citizens and disabled individuals has grown over the past five years and is expected to tolerate growing in the future. Furthermore, online grocery shoppers are more than twice as likely as the average internet user to go online to put down and post product reviews, download coupons and search for recipes, according to a debate by the Nielsen Company from September 2009 (Panteva, 2012).